KyuJin SHIM- BIO

Dr KyuJin Shim is a Lecturer in Media and Communications at the University of Melbourne. Prior to joining the University of Melbourne in 2018, KyuJin was an Assistant Professor of Corporate Communication at Singapore Management University, Singapore. KyuJin’s research interests are ethical consumerism and political consumerism in the context of corporate ethics and social responsibility, and social media, crisis management and international PR with regard to globalization and digitization in communication.

 

KyuJin Shim, PhD

Lecturer

University of Melbourne

Contact:

+61 383 446 719•

27 Royale Parade Parkville, VIC 3053, Australia

q.kyujinshim@gmail.com

 

 

EDUCATION

 

Ph.D. in Mass Communication, Syracuse University, Syracuse, NY, USA (2013)

Samuel Irving Newhouse School of Public Communications

▪    Dissertation: The Role of Ethical Evaluation of Corporate Social Responsibility in the Perception of Corporate Hypocrisy, the Intention of Opinioned Communication and Behavior toward a Firm

▪    Advisor: Dr. Denis F. Kinsey

M.A. in Telecommunication, Michigan State University, East Lansing, MI, USA (2010)

▪    Thesis: After Closing the Rural Broadband Gap: The Case of Korean Information Network Village

▪    Advisor: Dr. Robert LaRose

 

`

B.A., Ewha Womans University, Seoul, Korea (2001)

▪    Major: Journalism and Media Studies

 

 

ACADEMIC POSITION

 

University of Melbourne (July 2018 –  Currently)

Faculty of Arts

School of Culture and Communication

Lecturer in Marketing Communication

 

Singapore Management University (July 2014 – June 2018)

Lee Kong Chian School of Business

Assistant Professor of Corporate Communication

 

 

HONORS AND AWARDS

 

Learning and Teaching Initiatives Grant 2019 University of Melbourne (AUS$ 7,581)

“Developing writing and research skills among undergraduate and postgraduate Media and Communications students,” Co-CI

 

The Faculty Internal Grants – University of Melbourne (AUS$10,000) 2018-2019

 

Singapore Management University – Ministry of Education Research Grant (S$35,000)

15-C207-SMU-021

Singapore Media Development Agency Grant (S$95,800)

Co-PI, Approved for three years (2015 OCT – 2018 SEP)

 

Singapore Management University – Ministry of Education Research Grant (S$19,989)

“Understanding consumers’ motives for word of mouth behaviours during an organizational crisis”

Co-PI, Approved for one year (2016 OCT- 2017 SEP)

 

Top Faculty Paper Award (First place) ICA PR Division, 2017

Shim, K., Cho, H.C., Kim, S., & Yeo, S. Impact of Moral Foundations on Consumers’ Boycott Intentions: A Cross-Cultural Study of Crisis Perceptions and Responses in US, Korea, Malaysia and Singapore, PR division, ICA 67TH ANNUAL CONFERENCE, May, 2017, San Diego, US

Doctoral Prize for Excellence in Scholarship and Research

S.I. Newhouse School of Public Communications, Syracuse University, 2013

 

Newhouse Dissertation Research Grant (US$2,000)

Graduate School at the Syracuse University, 2013

 

S.I. Newhouse graduate fellowship (US$22,460)

Graduate School at the Syracuse University, 2013

 

Newhouse Dissertation Research Grant (US$2,000)

Graduate School at the Syracuse University, 2013

Newhouse Travel Grant

Graduate School at the Syracuse University, 2010-2013

 

Academic Merit Scholarship GPA: 4.05/4.3

Ewha Womans University, Spring 1999

 

Ewha Special Contribution Scholarship

Ewha Womans University, 1997-1999

 

Professional Journalism Program Scholarship

Ewha Womans University Broadcasting Institution, Summer 1998

 

 

RESEARCH

 

Research interests include studying Corporate Communication, Corporate Social Responsibility, Social media, International Public Relations.

 

Journal Publications (Refereed)

 

16- Shim, K., & Kim, S. (In press). Ethically rigorous or ethically pragmatic?: The role of the public’s ethical orientation in attitudinal and behavioral response to CSR. accepted for publication in Asian Journal of Business Ethics

 

15- Kang, S., Shim, K., & Kim, J. (In press). Social Media Posts on Samsung Galaxy Note 7 Explosion: A Comparative Analysis of Crisis Framing and Sentiments in Three Nations, accepted for publication in Journal of International Crisis and Risk Communication Research. ISSN: 2576-0025

 

14- Lim, J. S., & Shim, K. (In press). Corporate Social Responsibility Beyond Borders: U.S. Consumer Boycotts of a Global Company over Sweatshop Issues in Supplier Factories Overseas, accepted for publication in the American Behavioral Scientist. [SJR Q1 0.84, SSCI: 2017 impact factor: 1.749, 5-year impact factor: 3.125]

 

13- Shim, K., & Oh, S. (2019). Does Fear of Isolation Disappear Online? Attention-Seeking Motivators in Online Political Engagement. Media and Communication, 7(1), 128–138. ISSN: 2183–2439. DOI: 10.17645/mac.v7i1.1761 [SJR Q2 0.44, Scopus]

 

12- Shim, K., Cho, H.C., Kim, S., & Yeo, S. (2018). Impact of Moral Foundations on Consumers’ Boycott Intentions: A Cross-Cultural Study of Crisis Perceptions and Responses in US, Korea, and Singapore. Communication Research. https://doi.org/10.1177/0093650218793565 ISSN 0093-6502 [SJR Q1 1.82, SSCI: 2017 impact factor: 3.391, 5-year impact factor: 4.024]

 

11- Shim, K., & Oh, S. (2018). Who creates the Bandwagon? The dynamics of fear of isolation, opinion congruency and anonymity-efficacy on social media in the 2017 South Korean presidential election. Computers in Human Behavior. 86, 181-189. ISSN 0747-5632 https://doi.org/10.1016/j.chb.2018.04.012 [SJR Q1 1.71, SSCI: 2017 impact factor: 3.356, 5-year impact factor: 4.417]

 

10- Krishna, A., Kim, S., & Shim, K. (2018). Unpacking the Effects of Alleged Gender Discrimination in the Corporate Workplace on Consumers’ Affective Responses and Relational Perceptions. Communication Research, https://doi.org//10.1177/0093650218784483 ISSN 0093-6502 [SJR Q1 1.82, SSCI: 2017 impact factor: 3.391, 5-year impact factor: 4.024]

 

9-Shim, K., & Kim, J-N. (2017). The impacts of ethical philosophy on the corporate

hypocrisy perception and communication intentions toward CSR. International Journal of Business Communication. [SJR Q1 1.82, 0.59 Scopus] ISSN 2329-4884

https://doi.org/10.1177/2329488417747597

 

8- Shim, K., Chung, M, & Kim, Y. (2017). Does ethical orientation matter? Determinants of public reaction to CSR communication. Public Relations Review, 43, 817-828. https://doi.org/10.1016/j.pubrev.2017.05.001 ISSN 0363-8111 [SJR Q1 1, SSCI: 5-year impact factor: 1.916] 2017.11.01.

 

7– Shim, K., & Yang, S. U. (2016). The effect of bad reputation: The occurrence of crisis, corporate social responsibility, and perceptions of hypocrisy and attitudes toward a company. Public Relations Review, 42, 68-78. https://doi.org/10.1016/j.pubrev.2015.11.009 ISSN 0363-8111 [SJR Q1 1, SSCI: 5-year impact factor: 1.916]

 

6- Shim, K. (2016). Subjectivity in media source perception: Fox news versus NPR.

Journal of Applied Journalism & Media Studies, 5(2), 177-197. https://doi.org/10.1386/ajms.5.2.177_1 ISSN 2001-0818 [ESCI]

 

5- Shim, K., Golan, G, J., Day, A., & Yang, S. U. (2015). Beyond the Western

Masses: Demography and Pakistani Media Credibility Perceptions. International Journal of Communication, 9, 2282–2305.  ISSN 1932-8036 [SJR Q1 0.87, SSCI]

 

4- Shim, K, & Moon, B. (2015). The Effect of Biased Expectation of News Media on

Persuasion in a Government Crisis: Expectancy Violation Theory. Korean Journal of Advertising, 26(2), 343-359. ISSN 1225-0554 2015.02.23.

 

3- Shim, K. (2014). Impact of social media on power relations of Korean health

Activism. Media and Communication, 2(2) 72-83. http://dx.doi.org/10.17645/mac.v2i2.7 [SJR Q2 0.44, Scopus] 2014.07.24.

 

2- Shim, K. (2013). Strategic corporate social responsibility and local health

activism: An exploration into the case of Novartis’ issues management. Health Communication Research, 8, 81-119.

 

1- Shim, K. (2013). After Broadband Infrastructure Saturation: The Impact of

Public Investment on Rural Social Capital. International Journal of Communication, 7, 26–47. ISSN 1932-8036 [SJR Q1 0.87, SSCI]

 

 

Journal publications (Revise and resubmit)

 

Hong, S., & Shim, K. Ethical Public Typology: How Does Moral Foundation Theory and Anti-Corporatism Predict Public Differences in Crisis? Manuscript submitted for consideration of International Journal of Strategic Communication.

 

Journal publications (In preparation)

Shim, K., & Cho, H. Moral Foundations, Ethical Consumers, and Boycott Intentions: Latent Profile Analysis of Ethical Consumers in the US and Malaysia submitted in for consideration of Business Ethics Quarterly.

 

Invited Publications

Shim, K. (2015) Hardcore Subcultures for Law-Abiding Citizens and Online

Nationalism: Case Study on the Korean Internet Community ILBE Jeojangso: In W. Hofmeister, M. Sarmah & P. Rueppel (Eds.), Nationalism in Asia and Europe. Panorama – Insights into Asian and European Affairs 2 (165-175). Singapore: Konrad-Adenauer Stiftung Ltd.

 

Shim, K. (2012) The impact of social media on journalism: the era of neo-network

journalism. The Journalism Research Institute (JRI) Occasional Paper, Rutgers University.

             

Professional Publications

Shim, K. Article published on LinkedIn: How did Facebook beat Google Plus?: https://www.linkedin.com/pulse/how-did-facebook-beat-google-plus-kyujin-shim?trk=prof-post

 

Conference Proceedings

Shim, K., & Lim, J. S. (2017). Do consumers’ moral foundations predict boycotts? Mediating roles of blame attributions and anger in driving US consumers’ anti-sweatshop boycotts. Full paper published in Proceedings of the Korean Academic Society for Public Relations’ 2017 Annual Conference, 26 May 2017 at Sungkyunkwan University in Seoul, South Korea.

 

Shim, K. (2016). The Role of Ethical Orientation in Two Countries: Different Outcomes in Perception of Corporate Authenticity and Pro-Firm Behavior Intention. Abstract published in Proceedings of the 18th International Conference on Management, Education and Social Science, Dubai, UAE, June, 2016.

 

Shim, K. (2015). Ethical Consumers, The Myth or the Reality?: The Effects of Ethics in CSR on Corporate Authenticity and Pro-Firm Behaviours. Full paper published in Proceedings of the 17th International Conference on Corporate Strategy and Social Responsibility, Zurich, Switzerland, July, 2015

 

Conference Presentations (Refereed)

J, S, Lim, & Shim, K. (2019) Corporate Social Responsibility Beyond Borders: U.S. Consumer Boycotts of a Global Company over Sweatshop Issues in Supplier Factories Overseas, Paper presented at in the 2019 AMS Annual Conference to be held in Vancouver, BC, Canada, May 29-31.

 

Kang, S., Shim, K., & Kim, J. (2018) News Coverage of the Samsung Galaxy Note 7 Explosion on Social Media: A Comparative Analysis of Framing and Sentiments in South Korea, the U.S. and China. Paper presented at the annual convention of the Association for Education in Journalism and Mass Communication, DC Washington, August 2018.

 

Hong, S., & Shim, K. (2018) Ethical Public Typology: How Does Moral Foundation Theory and Anti-Corporatism Predict Public Differences in Crisis? Paper presented at the annual convention of the Association for Education in Journalism and Mass Communication, DC Washington, August 2018.

.

Shim, K., Oh, S., Kim, S. (2017). Does Fear of Isolation Disappear Online? Anonymity- and Attention-seeking Motivations behind Online Political News Consumption and Discourse. Paper to be presented at the annual convention of the Association for Education in Journalism and Mass Communication, Chicago, August 2017.

 

Shim, K., Cho, H.C., Kim, S., & Yeo, S. (2017). Impact of Moral Foundations on Consumers’ Boycott Intentions: A Cross-Cultural Study of Crisis Perceptions and Responses in US, Korea, Malaysia and Singapore. Paper to be presented at the 67th ICA Conference, San Diego, US, 28, May, 2017 ** Top faculty paper award

 

Chung, S., Shim, K., & Kim, S. (2017). Understanding Antecedents of Civic Engagement  in the Age of Social Media: From the Perspective of Efficacy Beliefs. Paper to be presented at the annual convention of the Association for Education in Journalism and Mass Communication, Chicago, August 2017.

 

Shim, K. (2016). Fear of Isolation, Online Efficacy, and Selective Exposure in Online

Political Discourse Paper presented as a keynote speech at ICHSS 2016: 18th

Iternational Conference on Human and Social Sciences, Rome, Italy, 8,December,

2016

 

Shim, K., & Chung, M. (2016). What Influences Publics’ Reaction to CSR: The Role  of                 Media Frames and Ethical Orientation,” has been accepted for presentation. Paper presented at the annual convention of the International Communication Association, Fukuoka, Japan, June 2016.

 

Shim, K. & Kim, S. (2016). The Role of Ethical Orientation in Two Countries:

Different Outcomes in Perception of Corporate Authenticity and Pro-firm Behavior Intention. Paper presented at the Australia-Middle East Conference on Business and Social Sciences 2016, Dubai, UAE.

 

Kim, S., & Shim, K. (2016). Predicting Publics’ Anti-Corruption Behavioral and

Communicative Intention: The Roles of Justice, Ethical Performance, Democracy and Authoritarian leadership for Government-Public Relations in South Korea. Paper presented at the CCI Conference on Corporate Communication 2016, New York, USA.

 

Shim, K., & Kim, S. (2015). Ethically rigorous or ethically pragmatic?: The role of

the public’s ethical orientation in attitudinal and behavioral response to CSR. Paper presented at the ICCSSR 2015 : International Conference on Corporate Strategy and Social Responsibility in Zurich, Switzerland 29-30 July, 2015.

 

Shim, K. (2015). Strategic corporate social responsibility and local health activism:

An exploration into the case of Novartis’ issues management. Paper presented at the Australasian Conference on Business and Social Sciences 2015, Central Queensland University, Sydney, 14 April, 2015.

 

Shim, K. (2014). Strategic corporate social responsibility and local health activism:

An exploration into the case of Novartis’ issues management. Paper presented at the 3rd International Conference on Social Responsibility, Ethics and Sustainable Business, Barcelona, Spain, October 2014.

 

Shim, K., & Moon, B. (2013). Integrating media and message strategies for

national crisis management: applicability of expectancy violation theory to a post-crisis communication. Paper presented at the annual convention of the Korean Academic Society for Public Relations, Seoul, November 2013.

 

Shim, K., & Yang, S. U. (2013). Attribution of corporate hypocrisy in corporate

social responsibility perceptions: The effect of bad reputation and responsiveness to crisis. Paper presented at the annual convention of the International Communication Association, London, June 2013.

 

Shim, K., Day, A. G., Golan, G, J., Yang, S. U. (2012). Traditional and new media

credibility in Pakistan. Paper presented at the annual convention of the Association for Education in Journalism and Mass Communication, Chicago, August 2012.

 

Shim, K. (2012). E-mobilization and empowered health activism: How social

media changes the mutuality between Korean health activism and its external counterparts. Paper presented at the annual convention of the Association for Education in Journalism and Mass Communication, Chicago, August 2012.

 

Shim, K. (2012). Subjectivity in media source perception: Fox News versus NPR.

Paper presented at the annual convention of the International Communication Association, Phoenix, May 2012.

 

Shim, K. (2011). Active audience, media source and persuasion: The Korean

government and crisis communication. Paper presented at the annual convention of the National Communication Association, New Orleans, November 2011.

 

Shim, K. (2011). Concept of explication: selective credibility. Paper presented at

the annual convention of the Association for Education in Journalism and Mass Communication, St. Louis, Aug 2011.

 

Shim, K. (2011). Source credibility, situational dissonance and propagandistic

motives. Paper presented at the 9th Annual International Conference on Communication and Mass Media, Athens, Greece, May 2011.

 

Shim, K., Lee, S. A., & LaRose, R. (2010). What happens after the rural broadband

gap is closed? The case of Korean information network village. Paper presented at the annual convention of the National Communication Association, San Francisco.

 

Invited presentations (** Flight and accommodation package awarded)

Shim, K. (2017). Do consumers’ moral foundations predict boycotts? Mediating roles of blame attributions and anger in driving US consumers’ anti-sweatshop boycotts. Paper to be presented at the Korean Academic Society for Public Relations’ 2017 Annual Conference, 26 May 2017 at Sungkyunkwan University in Seoul, South Korea.

 

**Shim, K. (2015). The Formation of Hardcore Subcultures for Law-abiding

Citizens and Online Nationalism: The Case of the Korean Internet Community ILBE Joejangso. International Conference on Nationalism in Asia and Europe Jointly organised by Konrad‐Adenauer‐Stiftung (KAS) and East Asian Institute (EAI), National University of Singapore, Singapore, 7-8 May 2015.

 

**Shim, K. (2015). Stakeholder engagement and social media. Paper presented as a

keynote speech at the 3rd Annual Stakeholder Communication and Engagement for Major Projects Forum 2015, Kuala Lumpur, Malaysia, 10-11 February 2015.

 

Shim, K. (2014). Neo-Network journalism and activism in Korea. Paper presented

at the East Asia Institute, Singapore, December 2014.

 

Shim, K. (2014). PR ethics in digital age. Paper presented at the PR Asia 2014,

Singapore, November 2014.

 

Shim, K. (2012). The impact of social media on journalism: the era of neo-

network journalism. Paper presented at the Eastern Communication Association Convention, April, 2012, in Cambridge, MA.

 

Reports & Other Publications

Shim, K. (June, 2018). Commentary on sustainability in GCNS Youth Forum 2019, Singapore. http://www.gcnsyouthforum.org/speaker/kyujin-shim/

 

Shim, K. (June, 2017). Commentary on social media discourse in Singapore, Channel   News Asia Singapore. https://video.toggle.sg/en/series/talking-point-2017/ep7/515959

 

Shim, K. (May, 2017). Contributor, Business insights-Corporate Hypocrisy, MK The Biz Times http://mba.mk.co.kr/view.php?sc=51000004&cm=20170421&year=2017&no=270369&selFlag=&relatedcode=

 

 

TEACHING EXPERIENCE

Previous teaching experience includes courses in research method, communication and society as well as social media and organization. Teaching interests includes courses in social media and strategic communication, mass communication theory, and public relations.

 

MECM 90036 Foundations of Marketing and Communication

Subject Coordinator/Lecturer

University of Melbourne

SEM 1 2019 (1 lecture session,  87 students)

 

 

MECM 90024 Strategic Content Creation

Subject Coordinator/Lecturer/Tutor  

University of Melbourne

SEM 1 2019 (1 lecture session,  88 students)

SEM 2 2018 (1 lecture session,  150 students)

SEM 2 2018 (1 tutorial session,  16 students)

 

 

COMM 346: Social Media Strategy

              Instructor of Record

            Singapore Management University

Spring 2018 (1 session, 45 students)

Fall 2017 (2 sessions, 90 students)

Spring 2017 (1 session, 45 students)

Fall 2016 (2 sessions, 90 Students)

Summer 2016 (1 session, 20 students)

Spring 2016 (2 sessions, 90 students)

Fall 2015 (1 session, 45 students)

Fall 2014 (2 sessions, 90 students)

 

PRL 611: Public Relations Research

Guest lecturer

Syracuse University

Topics: Research method, SPSS introduction, Ethics in Research

Spring/Fall 2013

 

PRL 611: Public Relations Research                             

Guest lecturer                                                                                                

Syracuse University

Topics: SPSS introduction

Fall 2012

 

COM 107: Communication and Society

Teaching Assistant/Guest lecturer

Syracuse University

Topic1: Comparative review on the cases of U.S and South Korea, Internet and profitability, new media impact on newsroom routines and public opinion

Topic2: Social media adoption and globality

Taught: Spring 2011/Fall 2010

 

 

PROFESSIONAL EXPERIENCE

Graduate Research Assistant – Syracuse University (Aug. 2011-Aug. 2012)

  • ▪ Professor: Dr. Makana Chock (Summer 2012)
  • ▪ Endowed Chair: Dr. Sung-Un Yang (Fall 2011/Spring 2012)
  • ▪ Endowed Chair: Dr. Fiona Chew (Summer 2011)

 

MSU CIBER, Journalism team, Staff Editor, Michigan State Univ. (Aug. 2009-Dec.2009)

▪    Covering news stories about MSU, the Eli Broad College of Business and global business issues across the greater Lansing area

 

Daum Communications, Seoul, Korea. U-Video Platform Division Web Director (Dec. 2006-Nov. 2007)

▪    Directing PCC (proteur-created content) and UCC video services

▪    Sourcing online video content

▪    Web editing & online video featuring

▪    Conducting online video co-marketing projects with diverse non-profit/for-profit organizations

▪    Launching “KnowHowPot,” providing informative video clips online

 

Daum Communications, Seoul, Korea. News Sector Manager (May. 2005-Nov. 2006)

▪    News Sector management

▪    Creating self-titled interview series, including more than 100 celebrities and politician   interviews including the tenth President of South Korea, Lee Myung Bak

▪    News coverage and editing

 

Daum Communications, Seoul, Korea. Editor (June. 2003-Apr. 2005)

▪    News coverage of political, social & entertainment issues

▪    Broadcasting and editing long text, news blogs and online video clips

▪    Overseas Correspondent: NY, San Francisco, Boston (Aug 2004)

 

KBS (Korean Broadcasting System), Seoul, Korea. Guest Reporter (Aug. 2003-Aug. 2004)

▪    KBS 1 Radio “Open Space for Debate”

▪    Reporting about public opinion created by online discussion space

 

KTV (Korean government broadcasting) Seoul, Korea. Guest Reporter (Aug. 2003-Aug. 2004)

▪    KTV morning show

▪    Reporting on public opinion generated in the online discussion space

 

CJB (SBS local network), CheongJu, Korea. General Assignment Reporter (Jan. 2001-May. 2003)

▪    Reporting in-depth news coverage of local and national issues

▪    Presenting live on-site reporting

▪    Overseas Correspondent: Yakutsk and Khabarovsk, Russia (May 2003)

 

EBS (Ewha University Broadcasting Station), Seoul, Korea. Announcer (Mar. 1997-July. 1999)

▪    Hosting university-wide Broadcasting festivals, presenting daily TV and Radio programs for campus broadcasting

 

 

SERVICE

University Undergrad Committee, University of Melbourne, MAR 2019-

Undergrad coordinator, School of Culture and Communication

 

Coordinator of International Exchange Students, University of Melbourne, MAR 2019-

 

External Thesis Examiner for MA candidate (April 2018)

MA Candidate: Hong Soo Kyong, Department of Communications and New Media, Faculty of Arts and Social Sciences, National University of Singapore

Thesis title: Relationships between Situated Cognition, Communication Behavior and Health Behavior Related to Obesity through the Situational Theory of Publics

 

External Doctoral Thesis Examiner (Fall 2016)

PhD Candidate: Normalis Binti Amzah (MS), Department of Japanese Studies, National University of Singapore

Thesis title: Corporations as Environmentalists, Leading the Ecological Discourse in Japan through green advertising

 

Professor of Practice Review Committee (2011)

Review of renewal contract for two positions in Professor of Practice

Prof. Richard Dubin & Prof. Robert Lloyd, Syracuse University

 

Editorial Board Member: Journal of Psychological Research, OCT 2018 to present

 

Director for Global Listening Centre (2018-present)

http://www.globallisteningcentre.org/member/kyujin-shim/

 

Journal Article Editor & Reviewer

  • n International Journal of Business Communication, Manuscript ID: IJBC-19-0120, September, 2019
  • n Public Relations Review Manuscript ID: PUBREL_2018_345_R1, November, 2019
  • n Corporate Communications: an International Journal, Manuscript ID: CCIJ-05-2018-0061, June, 2018
  • n International Journal of Business Communication, Manuscript ID: IJBC-18-0041, June, 2018
  • n Article Editor for Manuscript ID SO-17-0561 for SAGE Open, November, 2017
  • n Environmental Engineering and Public Health, Manuscript ID: ijerph-245882, November, 2017
  • n Sustainability, Manuscript ID: sustainability-219275, September, 2017
  • n Journal Article Editor for Manuscript ID SO-15-1273 for SAGE Open, May, 2016
  • n Corporate Communication: An international research, Manuscript ID CCIJ-12-15-0078, June, 2016
  • n Social Business, SB-2015-0009, October 2015
  • n The International Journal of Press/Politics, Manuscript ID RA-IJPP-Mar-2015-028, March, 2015
  • n Corporate Communication: An international research, Manuscript ID CCIJ-2014-0066.R1, February, 2015

 

Conference Paper Reviewer

  • n International Communication Association, San Diego, US, Mass Comm. Division, PR Division, 2017
  • n International Communication Association, London, UK, PR Division, 2012

 

 

 

 

 

 

Zero Moment of Truth

  In Week 7, we watched and discussed McDonald’s Canada’s “Our Food Your Questions” program. Prof @qkyujinshim taught us about how messages should be self-serving, transparent radically and be real-time relevant. This reminded me of a similar campaign done by McDonald’s Singapore through brand journalism in making their fast food hipster/restaurant worthy.

This video taps on the zero moment of truth as many viewers have already eaten McDonald’s multiple times and the imaginative possibility of constructing their own or following the ‘hacks’ would impact their decision making process when they are choosing between fast food or are looking for an enjoyable experience.

Here’s a similar campaign to the one by McDonald’s Canada, done in Singapore:

IKEA: Traditional Ad. vs. Online Content

In class, we watched an IKEA ad to show the differences between traditional media and digital media. I felt that it was interesting and inspiring for IKEA to make their “makeover ideas” video with elements of traditional media seen in how it builds the brand image.

IKEA subtly communicates that it is a progressive company through treating the gay and african-american couple as any other family unit and couple. This will be received well by customers who are sensitive to such social issues and build more brand affinity as they will see IKEA as a representative of their beliefs and values. 

Does your perception of Tinder influence others?

Hi friends!

I am writing this blog post to summarise our group’s project. We are doing an academic research, and the research question we are curious to study is how one’s perception of Tinder influences others.

Our research is inspired by our curiosity regarding the fall from grace of Tinder – how it used to be the onling dating app, to it now being often seen as a “hookup app”. In our knowledge, bad news certainly does spread fast, and social media plays a huge role in it.

Having said that, we would like to examine three hypotheses:

  1. Tinder has negative reputation among local university students.
  2. Tinder-users from local universities are influenced by other local university students’ perception of Tinder.
  3. Local university students prefer other dating applications compared to Tinder.

Hypotheses #1 and #2 are designed to answer the research question on how one’s perception of Tinder influences others, while Hypothesis #3 serves as a check on whether our conclusions derived are true.

Based on surveys conducted, we learnt that Tinder is negatively perceived amongst local university students, being associated as a ‘hookup app’. Additionally, from our survey results and focus group interviews, we also found that local university students are particularly concerned about their peer’s perception of Tinder. Further, such concerns have led to a decreased confidence, and use of Tinder amongst local university students. Finally, our research also discusses the limitations of our findings and potential areas for future research.

 

 

SOCIAL MEDIA STRATEGIES.

After having read the ROI article, I have the following insights to share.

 

  • Brand awareness

 

Traditionally, tracking studies and surveys are ways to track brand awareness. However, there are different ways to track brand awareness online.

In social media, a company gains increased exposure if placed in highly relevant contexts, every time a person uses an application designed by the company or about the company.

An example quoted is that of Starbucks when they ran an ad promoting a free coffee giveaway on the “Saturday Night Live” show as well as on YouTube just days before Election Day 2008. This caused a huge increase in brand exposure due to the vast number of Twitter mentions of Starbucks. If placed properly, increased exposures cause customers’ minds to enhance and strengthen associations of the brand.  

 

  • Brand engagement
  • Word of mouth

 

what’s the need for this approach?

Employing this supposedly “radical” approach makes the task of creating integrated marketing campaigns less daunting and more closely tied to online consumer behavior. Starting with consumer motivations i.e. consumer investments helps dismiss the assumption that applications are disparate when in actuality they are quite similar if the underlying motivations for use are the same.

Hence, the objectives to be achieved and the tools with their associated metrics need to be correctly identified  in order to achieve them.

  1. Raging Cow: In 2003, the company sparked outrage over its campaign in which the company bribed a group of teenagers and some youngsters to post favorable reviews and spread positive word-of-mouth news about its new flavored milk drink. They did not disclose that they had bribed these bloggers and their blogs seemingly appeared impartial and unaffiliated with the company or the drink, apart from a few obviously obligatory links to the Raging Cow site. This caused a group of suspicious bloggers to investigate further and thus uncovered that the company was indeed behind these veiled references due to the bribes of gift certificates, product samples, T-shirts, etc.

Thus, the marketing campaign found itself under fire and the product was subsequently boycotted ultimately resulting in the disappearance of the product from the market.

 

What is to be noted from the above case studies is that zero activity or response is not the worst course of action from social media campaigning. If not handled properly, they can negatively impact brand name for years to come as social media experiments that go embarrassingly wrong can still live on as the brand’s legacy and is just a “search” button away even if well covered up, in this age of technology.

What the above listed companies’ managers did not take into careful consideration was that “rules of engagement” and dynamics of interaction in the social media world are quite different from that of traditional marketing.

 

Brand Journalism – yay or nay?

I came across this online article which is relevant to our class discussion on 14 March.

… we have no interest in working with content creators. Journalism is a calling and people are putting trust in you to study something and make a judgement. But if it’s someone who is getting money from a company to write five articles saying how awesome something is. Will anyone read that? No of course not. 

I think that brand journalism will continue to be a communications strategy in the near future. The rise of fake news and proliferation of sites such as States Times Review show that more often than not, people do not question the credibility and reliability of the author. In Singapore, even when branded content on popular sites such as Seth Lui and The Smart Local include a disclaimer at the end of the article that it is a partnership / transaction with the featured client, online users continue to share the article as the uniqueness of the overall story matters more than whether it is exaggerated than what it actually is.

 

Snapchat & Kylie Jenner

Hi! I would just like to share an article I came across recently.

When was the last time you used Snapchat? For me, I have never been much of a netizen and did not even bother owning a Snapchat account. So it comes as no surprise that Snapchat is witnessing a decline in its active users as seen in the article here:

Snapchat’s Value Drops $1.3 Billion After 1 Kylie Jenner Tweet

The main reason why Snapchat is losing its popularity could be attributed to the redesign of its interface, which destroyed the familiarity people had for the app. Perhaps Snapchat wanted a new approach as Instagram had discreetly replaced the former with its Insta Stories, but the stark difference in Snapchat’s redesign did not sit well with its audience. The lesson to be learnt here would be that although social media is constantly changing and improving, social media platforms should still adapt to the needs and wants of their consumers instead of blindly chasing the goal of creating something different.

Furthermore, we can also observe how influencers on social media (Kylie Jenner in this case) have such a colossal impact on social media platforms as just one tweet could cause Snapchat’s value to drop by $1.3 billion. The power influencers have on social media platforms is not to be belittled, and hence it is essential to find out how to engage influencers in order to have them work in your favour.

That’s all I have to share for now! (:

P.S If you did not already know, you may check out the most liked photo on Instagram (also by Kylie Jenner) here: https://www.instagram.com/p/Be3rTNplCHf/

Impact of Social Media on Wall Street

Recently, reality TV personality Kylie Jenner posted a casual opinion of how she has started fancying Snapchat (a multimedia social messaging app) slightly lesser off late. Little did she know that it would cause shake the ‘Snap’ stock price by a massive 6% and cause losses worth $1.3 billion for investors. This example goes on to prove how much social  media – and it’s protagonist celebrities – can influence a brand’s goodwill and popularity. Any news spreads like wildfire and is spared by no users opinion and comment. Bad publicity on social media can prove to magnify the problem exponentially. Thus, companies must be aware of the dangers bad social media publicity can have towards it brand as well as disaster recovery tools to mitigate the problems when they occur.

Article link: http://fox4kc.com/2018/02/24/snapchat-stock-lowers-after-kylie-jenner-sends-out-a-negative-tweet/

Social Analytic Provider Exmart CEO visits COMM346

Big data analytic company Exmart collaborates with COMM346.

 

On January 31 and February 1, Exmart Founder and CEO Kazuhiro Gokyu visited and spent time with COMM 346.

 

 

CEO Gokyu presented Exmart’s fascinating ten-year history of specialized data solutions, including data extraction, transformation and utilization, and social listening strategies. He described how such tools are utilized for major global clients such as Daikin. After watching a Channel News Asia documentary video on digital fundraising – featuring CEO Gokyu – the COMM 346 group and its valuable guests participated in a workshop session about data extraction and R analytics.

https://www.channelnewsasia.com/news/video-on-demand/why-it-matters/charity-2-0-9841278

In addition, Exmart’s Shane Low, in charge of both project management and strategic sales, offered a brief introduction of Exmart applications, demos and work assignments. He described how over the previous few months, Exmart had worked with researchers from NTU, NUS and SMU, seeking “to automate much of the data work which is manual and tedious so that researchers can focus on generating key insights and drawing novel inferences.” Shane further explained how important this is to collaboration with clients, and of course, to retaining them.

COMM346 G2’s Josh HO Xian Zheng was one of many who commented that they found the session interesting and that it furthered their “learning about the workings behind social analysis.”

Exmart sees candidates for its internship programs, which benefit students via generous stipends and learning opportunities on various social analytic toolkits. For further details please email Shane Low, shane@exmart.com.sg

 

 

 

Ever since the advent of social media, various agencies have used the platform to manipulate the stock market. By spreading false, exaggerated and unfounded news, investors have been seen to get influenced and wrongly take buy/sell decisions. Since social media is so popular and prevalent nowadays, any news – whether true or not – is sensationalized and spreads within seconds. Hence, it is crucial to consider the source and credibility of news we read, before taking investing decisions.